The hotel giant’s modernization plan underscores the promise and risks of next-gen tech in hospitality
Sep 10, 2025
Marriott International is in the midst of a multiyear transformation that retools its core systems, strengthens cybersecurity, and experiments with AI. The company is rolling out new cloud-based platforms, scaling generative AI pilots, and testing early agentic models — all while emphasizing trust, governance, and responsible adoption.
Key takeaways
- Cloud replatforming underway: Marriott has begun beta launches of its new reservation, property management, and loyalty systems, with a phased rollout planned over 18 months.
- AI use cases expand: The company is piloting Microsoft Copilot, experimenting with AI coaches for call centers, and monitoring an AI-powered trip planning tool for Bonvoy members.
- Agentic architecture in development: Marriott is building a reusable AI “agentic mesh” layer to accelerate innovation while avoiding one-off projects.
- Cybersecurity prioritized: Following FTC settlements over past breaches, Marriott is tightening data privacy, risk management, and compliance protocols with AI as part of its defense strategy.
- Governance first: A four-part framework — trust, accountability, prioritization, and human-centered innovation — guides every AI initiative to ensure safety and scalability.
- Cautious optimism on agents: While exploring AI agents, Marriott stresses a balance of ambition and caution, mindful that many enterprise AI projects fail to reach scale.
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